( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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PRODUCT PLACEMENTIN SONGS, MUSIC VIDEO AND RAP VIDEOS

    1 Author(s):  SHIKHA GARG

Vol -  8, Issue- 7 ,         Page(s) : 16 - 23  (2017 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

Product placement is the purposeful incorporation of commercial content into non-commercial settings, that is, a product plug generated via the fusion of advertising and entertainment. While product placement is riskier than conventional advertising, it is becoming a common practice to place products and brands into mainstream media including films, broadcast and cable television programs, computer and video games, blogs, music videos/DVDs, magazines, books, comics, Broadway musicals and plays, radio, Internet, and mobile phones. To reach retreating audiences, advertisers use product placements increasingly in clever, effective ways that do not cost too much. The purpose of this paper is to examine product placement in in songs, music video and rap videos,consumer attitude towards such product placement and their purchase intention.

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